‘We recognise, based on national dietary survey data, that people are eating too much sugar at breakfast and throughout the day and that people need more options, such as organic and vegan.

‘That’s why today we are announcing more changes to our foods so that we can continue to support people in making better choices.’

Healthier choices

Kellogg has also announced it will stop making Ricicles from January 2018, in a move it claims to help people make healthier choices.

The people behind Brushlink have claimed that whilst this move has been made due to consumer pressure around childhood obesity, there will be added benefits for the health of children’s teeth.

‘In 2014-15 some 40,970 surgical procedures were carried out on children for their teeth at a cost of £35 million, all to address a health problem which is entirely preventable,’ Dr Dev Patel, founder and CEO of Brushlink, said.